Goldbach Advanced TV study: Connected TV used more and more intensively

The analysis of Goldbach's sixth DACH-wide Advanced TV study confirms the trend of recent years: Connected TV (CTV) is very popular with all advertising-relevant target groups. 79 percent of respondents said they were familiar with CTV, and 61 percent use its additional functions such as streaming apps, TV station apps, gaming apps, and so on. It is obvious that the intensity of use has increased compared to previous years. More than half use CTV's additional functions on a weekly basis (+12 percent), and a good quarter even use them daily (+4 percent). It is also noticeable that households with children in particular are among the strongest user groups - in Switzerland, Germany and Austria.

However, the dwell time has not changed much. At just under 2:21 hours, the time spent using the additional functions on CTV is slightly less than the time spent using linear TV (2:47 hours). Only respondents in the 16 to 29 age group said they spent more time with CTV content (2:36 hours) than with linear TV content (2:07 hours). The highest usage time of the additional functions is in Germany with 2:36 hours. At 2.2, the average number of people in front of the TV set at the same time is the same as in the previous year.

Connected thanks to Smart TV set

As in previous years, most of the respondents (79 percent) use the additional functions of CTV via a smart TV device, followed by game consoles (31 percent). Last year's trend reversal regarding the start screen of the Connected TV is also confirmed: almost half of all respondents start TV use on the provider's user interface. Also striking: more than 60 percent of respondents link their smartphone or other mobile device to the TV set. Among 16- to 49-year-olds, the figure is even higher at 72 percent.

Advertising perception and acceptance increased slightly

When asked this year whether they had noticed advertising around CTV's additional functions, 46 percent of respondents answered yes. That is 3 percent more than in the previous year. Exactly half also said they found advertising in this environment perfectly fine. And just over a quarter would accept advertising on paid apps if the content in return was free. Most of those surveyed currently spend between 20 and 29 euros a month on apps.

Here you can download the results.

Goldbach has been conducting the Advanced TV study since 2018. This year, 3,500 people (1,500 from Germany, 1,000 each from Austria and Switzerland) aged 16 to 69 across the DACH region took part in the study. The survey period was January 2023.